Authorised by Academic Registrar, April 1996
Objectives To provide students with (i) an introduction to the scope and practice of public relations; (ii) an understanding of the relationship between mass communication knowledge and the tools available to public relations practitioners; (iii) the ability to analyse a public affairs situation with knowledge and skill; (iv) the ability to identify the appropriate tools to bring to bear; (v) the ability to identify the need for further information in a public affairs situation and the appropriate research tools to supply such information.
Synopsis The subject will cover public relations - definitions and concepts; the matrix of influence groups: the publics and their nature - employees, customers, shareholders, governments and their bureaucracies, the community, the media; mass communication theory as a basis for dealing with the publics; relating the organisation to its public; the techniques of public relations - writing: the inverted pyramid, the interview, publicity and `events', advertising; developing a public relations program; researching the publics; issues management
Assessment:Fortnightly individual assignments (3000 words): 30% + Major group assignment (3000 words): 30% + Examination (2 hours): 40%